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Max League 2010

Max League 2010 | DAF Trucks / PACCAR Parts | FCB
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basics
Industry: Automotive & Services
Media:Promotion & Event
Market:Netherlands
Style: Minimalism
descriptioncnen
Paccar Parts Europe is responsible for the parts business of DAF Trucks and distributes exclusively through the independent European DAF dealer network. They recognized the increased importance of a strong after market proposition in the trick market, both as a business opportunity and as an important driver of customer loyalty.

With the objective of actively supporting DAF dealers to fully respond to the needs of their customers in the after market, the strategy for PACCAR Parts Europe was to develop a centrally managed European CRM program, integrated in an overall multi-channel marketing approach.

Through a loyalty card scheme, couponing and dealer training, PACCAR Parts Europe not only succeeded in delivering the desired return on investment of 200%, but exceeded it by 250%, achieving a total program ROI of 450%. The coupons created real, tangible card holder value and the system built around them allowed PACCAR Parts Europe to create an effective discount promotion strategy.

The success of the campaign drove high net sales growth and a market share increase of almost 6% in a competitive sector.
credit
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Agency:
awards
EACA Euro Effies 2011
Gold
Best Demonstration of Integrated Effectiveness
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